Annual planning is one of the greatest allies of repair shops that want to grow consistently in the automotive market. Creating a promotions calendar for your auto repair shop not only attracts more customers but also increases your average ticket, driver loyalty, and brings more predictability to your workflow. In this article, learn how to organize promotions for your repair shop according to seasonality and strategic dates throughout the year, avoiding idle periods and making the most of market demand.
Why invest in a promotions calendar for your repair shop?
Many auto shops still rely only on occasional ads or word-of-mouth. However, today’s market demands a more proactive approach, in sync with customers’ needs at different times of the year. With a well-structured promotions calendar for your shop, you keep up with the market pace and drivers’ demands, increase your brand’s local relevance, and stand out from the competition.
Best months and dates for promotions
January and February: Post-holiday and vacation inspections
After end-of-year trips and vacations, it’s common for drivers to schedule vehicle check-ups, especially for brakes, suspension, and tires. Take advantage by offering promotional packages for alignment, balancing, and safety system checks. Segments like oil changes and inspections of essential systems are also in high demand during this period.
March and April: Focus on rain and vehicle preservation
This is a time of wear and tear due to rain and changing temperatures. Offer promotions on items like wiper blades, washers, batteries, and lighting systems. Providing free electrical system inspections and special deals on maintenance packages can help earn your customer’s trust.
May and August: Special dates and unique services
Mother’s Day and Father’s Day are key opportunities to attract customers looking for useful and meaningful gifts. Run campaigns for vehicle detailing, polishing, A/C cleaning, or complete check-ups with special deals. Preventive maintenance is also well-accepted—offer packages for belt, spark plug, and filter changes.
June and July: Encourage pre-holiday inspections
School vacations drive demand for full travel check-ups. Offer inspection packages for brakes, lubrication, battery tests, and cooling system conditioning. Provide escalating discounts for customers who schedule multiple services, increasing average spend per visit. If you service vans and utility vehicles, now’s the perfect time for a targeted promotion.
September and October: Preparing for the heat
As temperatures rise, demand grows for A/C maintenance and tire replacements. Focus on promotions for these services, as well as engine cooling system inspections. Free safety checks on critical components add value and create opportunities for future services.
November and December: Preventive inspections before the holidays
Year-end travel makes complete check-ups a priority. Feature special inspection kits, oil and filter changes, as well as suspension and brake checks in your campaigns. Leverage dates like Black Friday for eye-catching deals and special payment conditions.
Frequently asked questions (FAQ)
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Which services are best to include in promotions throughout the year?
Seasonal services such as post-holiday and vacation inspections, preventive maintenance, safety check-ups, electrical system inspections, A/C checks, and car detailing campaigns.
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How can I promote my shop’s deals effectively?
Use social media, WhatsApp Business, local flyers, and partners to run personalized campaigns. Early marketing and automatic reminders help boost customer loyalty and engagement.
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Should I offer discounts or bundled service packages?
Combining discounts with service bundles encourages greater spending per visit, increases your average ticket, and improves customer satisfaction through extra value.
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Can a promotions calendar really attract new customers?
Absolutely! Regular promotions and campaigns aligned with the annual calendar make your shop more visible and top-of-mind for those seeking trustworthy service.
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How can I plan these actions ahead of time?
Develop an annual schedule, mark strategic dates, create campaigns based on previous years’ experiences, and use digital tools to monitor your strategy.
A well-planned promotions calendar for an auto repair shop is essential for those looking to boost revenue, minimize idle periods, and build loyalty year-round. By combining seasonal actions with preventive maintenance and essential services, your shop will be recognized for trustworthiness, safety, and quality.
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